PPC Case Study: OKTA

How we reduced our client’s Cost Per Lead by 60%.

And achieved an 8.73x ROAS across primary regions

The problems our client faced

The client needed to achieve aggressive growth across primary regions in Europe and Japan, while simultaneously scaling Latin America into a self-sustaining contributor.

They also needed to reduce the average Cost Per Lead (CPL) across all regions to ensure efficiency across campaigns.

WHAT WE DID

Step 1

Revenue-Based Optimization via Offline Conversions

We enhanced campaign optimization in these key regions by integrating offline conversion data from Salesforce and Marketo into Google Ads, moving beyond lead volume to prioritize revenue impact. This allowed us to prioritize spending toward campaigns that were driving actual revenue and map activity to closed-won outcomes.

Step 2

Smart Bidding Recalibration for Efficiency Gains

Recognizing inefficiencies, we recalibrated select campaigns to Target Impression Share bidding to increase control and relevance, especially in high-intent clusters. This stabilized Cost-Per-Clicks and improved Click Through Rate as well as Quality Score.

Step 3

Modular Campaign Expansion Across Regions

We scaled best-performing frameworks from core regions into LATAM, UKI, and ANZ using a modular campaign architecture, preserving strategic consistency while allowing for regional nuance. This included launching multi-language ad sets and unifying ad group logic for shared learning.

Step 4

Creative Adaptation

We balanced local relevance with platform-wide efficiency by refreshing ad copy and strategically using English creative in non-English markets to boost CTR. UTM structures were updated for precise attribution across shared campaign templates.

Step 5

Interim Analytics Dashboards

During a six-month data visibility gap due to the client's internal analytics migration, we built interim dashboards using Salesforce and Marketo exports tied to UTM data. This allowed us to maintain revenue-focused optimization despite limited central reporting.

Step 6

Brand Identity Reversal Adaptation

When brand identity shifted mid-year, we restructured campaign accounts, ad copy, and landing pages to match the new brand alignment, re-establishing brand relevance after initial confusion.

70% year-on-year revenue growth, surpassing the client's initial target of 50%.

THE RESULTS

Data-Driven Wins

Achieved ROAS across primary regions

0 X

Exceeding the 7x target.

Average CPL reduced by

0 %

Surpassing the 7% reduction target in mature campaigns.

CPLs dropped by

0 %

across both regions, with significant increases in conversions.

Optimisation On All Fronts

From ad creative and messaging to website UX and add-to-carts, we make sure the user journey is fully optimised.

Continuous Iterative Testing

Testing what works from the get-go allows us to help our clients make informed, data-driven decisions.

Remarketing & Multi-Touch

No buyer purchases on the first click. Our tailored strategic approaches drive repeat website visits for real conversions.

Making It Personal

We cut through the marketing noise by offering personalisation at scale for meaningful engagement.